YouTube has become the No.1 destination for podcast listeners and watchers in the United States, surpassing its rivals Spotify, Apple Podcasts, iHeart Radio and Amazon, according to new data from Luminate Data’s 2022 Podcast 360 Report,
In fact, YouTube’s takeover is not something new. According to the Podcast Download – Spring 2022 report released by Cumulus Podcast Network in May, the company had already surpassed Spotify and Apple Podcasts at the time.
One of the major contributors to this is the rising popularity of video podcasts. While 83% of the users who participated in the survey said that they listen to podcast shows, 59% said that they prefer to watch podcasts.
Spotify introduced its video podcasts feature last fall and expanded it to creators living in the US, Canada, New Zealand, Australia and the UK this April. Apple Podcasts has also been offering video podcasts for a while, but YouTube’s dominance in video streaming seems to have helped the company stand out in the podcast market as well.
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YouTube rolls out dedicated page for podcasts
Apparently, YouTube is well aware of the advantages it has and striving hard to lure more podcasters to its platform. As reported by 9to5Google, the company has quietly launched a new dedicated page for podcasts, which can be now accessed via YouTube.com/podcasts or the Explore column located below the Home button.
Speaking to TechCrunch, a company spokesperson confirmed the launch of the Podcasts page, adding that it is currently available only in the US.
“The podcast destination page on YouTube helps users explore new and popular podcast episodes, shows and creators, as well as recommend podcast content,” said the spokesperson, Paul Pennigton.